Provenance is increasingly more important than price for food and drink brands. We know consumers pay a premium for authenticity and transparency, with phrases such as ‘made in’, ‘made by’ and ‘made since’ becoming shorthand for quality, heritage, and a sustainable ethos.

And French supermarket chain Systeme U recently lifted the lid on the origins on where their pork, chicken, apples, and even yoghurts come from.

Using ‘dynamic augmented reality’ and a few LED screens in store, shoppers were surprised with animations and information based on the products in their trolley. And although a stunt by any means, the insight of what customers value has a much longer shelf life.

As kids we’re told it’ll help our bones grow strong. While as adults a splash in your cuppa or a few glugs over your cornflakes is probably as far as your relationship with the white stuff goes.

It’s probably time milk had a makeover. And over in Amsterdam, the MelkSalon pop-up is trying to shift our preconceptions with new brand Fairlife.

Bring real dairy farmers into the city centre, call it a pop-up, and the aim is to elevate milk above its humble, childlike origins, into a cool health and wellness space to be enjoyed any time of day, by any age. We’ll drink to that.

Denmark’s Roskilde – one of Europe’s largest music festival – is known for bringing a bit of enlightenment with its entertainment.

And 2015’s social initiative was the ‘piss to pilsner’ project. Think of it as beercycling if you like – with organisers aiming to collect 25,000 litres of urine from around 100,000 festivalgoers, which will then go on to fertilise malting barley for beer.

The beer produced will be ready just in time for 2017’s audience – while the message about waste and sustainability is there to enjoy instantly. And against acts like Paul McCartney and Florence Welch – we think it’s this act for good that was the true star of the show.

And so in a bold move, Taco Bell are parodying baconmania to sell… bacon of course. New bacon chalupas to be exact.

Their latest spot is centred around a shopping mall full of bacon couture, bacon cologne, even bacon tattoos from ‘O-ink tattoo parlour’. With the fast food chain marking their distinction with the tagline, ‘bacon you can’t eat, is bacon you don’t need’. Never a truer word was spoken.